In today's commercial TV field in China, it is no exaggeration to compare "I am a singer" to a high-speed marketing express. High-quality and excellent program content is the hardware of through train, and mature and rigorous program marketing model is the software of through train. Different from the bright program content on TV screen, although the program marketing model is not well known to most viewers, it is indeed the foundation for an excellent program to gain a long-term foothold in the smoke-filled TV market. In this respect, "I am a singer" can be regarded as a model of China's variety TV circle.
A senior TV person of Hunan Radio and Television once said: "The relationship between TV programs and advertisers should not be limited to simple business transactions, but should be like partners." "I am a singer" undoubtedly did this. Taking the title program Libai for three consecutive years as an example, the cooperation between "I am a singer" and Libai has been upgraded from simple advertising and program content implantation to all-media integrated communication and brand grafting communication. It is understood that the joint promotion of "I am a singer" in the first season of 20 13 and Libai laundry detergent mainly involves three parts: Weibo marketing, news release and online video release; In 20 14, the second season of "I am a singer" and Libai Laundry Liquid not only strengthened cooperation in publicity, but also began to integrate the program content with joint publicity, and the "integration" hype from the "care" brand also became a hot spot in the season; The cooperation between 20 15 "I am a singer" and Libai Soap Liquid in the third quarter has also increased the development and dissemination of mobile APP, the linkage of online and offline activities, and achieved all-media integrated marketing.
The content of "I am a singer" has always highlighted the concept of "big family of music". Singers, agents, program staff and audience fans form an inseparable whole through music in the program. I am a singer is not alone in marketing. From the first season to the third season, the number of cooperative brands of "I am a singer" has increased from nine to more than 50, and the brand integration points in the program content have also increased at an equal rate. In the third season, the brand elements of Libai Soap are reflected in nearly ten places in the program, such as the cartoon villain image of Bai, the singer's pillow, the light box in the singer's room and the special design of the lottery box. This embedding method will not affect the quality of program content at all.
Of course, the brand implantation in the program is definitely not a unilateral benefit. The cooperation between I am a singer and Libai has almost risen to the level of strategic partners. During the third season of "I am a singer", Libai Soap teamed up with the program to promote online and offline, and launched hot topics such as "This is true", "Ronghao Li is Li Bai" and "Singer in One".
According to relevant data, Libai Laundry Liquid sponsored the first season of "I am a singer", and its popularity increased by 13%, its reputation increased by 1 1%, and its sales increased by 66% in the same period. In the second quarter, we not only focused on the promotion of pure sales, but also considered the proportion of high-end series in the overall sales promotion, which rose from the original 10.74% to more than 25%, which not only reflected the great improvement of brand image, but also the healthy change of product structure. It can be seen that the marketing avenue of "I am a singer" needs partners * * * to gather various forces to create a brilliant TV market in China.
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